1 / The Problem or,
how our idea of “The Mobile Web” is flawed. 2 / The Solution or, we have opportunities outside of the web as we know it. 3 / The Case Studies or, what everyone else is doing. 4 / The Wrap Up or, what you should take away from all of this. An Internet Watered Down / Page 19

These sites are still great.
And we do need them. But these sites are not part of the mobile web. An Internet Watered Down / The Problem / Page 26

These sites are still great.
And we do need them. But these sites are not part of the mobile web. Mobile optimized versions of these aren’t the mobile web. An Internet Watered Down / The Problem / Page 27

And as a result, the
mobile internet cannot be sloppy. Photo by Aaron Landry An Internet Watered Down / The Problem / Page 37

So if these two are
so different, why are we giving our users the same thing? Users are in two completely different states at home vs being out and about. Photo by rmkoske (flickr) An Internet Watered Down / The Problem / Page 38

But we’re repeating categories when
we should be forging new ones. Making content available on mobiles is the baseline. Let’s strive to perform above it. Photo by Shahid Sarker An Internet Watered Down / The Problem / Page 49

And next? You have to
use this machine to pay. Photo by Jason Eppink An Internet Watered Down / The Solution / Page 67

And next? You have to
use this machine to pay. This credit card reader is no one’s preferred tool. Photo by Jason Eppink An Internet Watered Down / The Solution / Page 68

And next? You have to
use this machine to pay. This credit card reader is no one’s preferred tool. Most of us would prefer to use our own tool. Photo by Jason Eppink An Internet Watered Down / The Solution / Page 69

Michael loves going to his
local Starbucks. Sometimes he hears music he likes when he’s there. Photo by Jason Rogers An Internet Watered Down / The Case Studies / Page 96

Apple & Starbucks have teamed
up. The iPhone can now show coffee drinkers the last song played at the store. Photo by Pinot Dita An Internet Watered Down / The Case Studies / Page 97

And, conveniently, Apple has a
music store where you can download the songs. Photo by Pinot Dita An Internet Watered Down / The Case Studies / Page 98

Starbucks is giving users timely
information, and tools specific to their environment. Mobile extensions can have nothing to do with your business yet still fit your brand. Photo by Pinot Dita An Internet Watered Down / The Case Studies / Page 99

Don’t assume a 1:1 relationship
between a site and its mobile extension. Users are in two completely different states at home vs being out and about. Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 117

Don’t assume a 1:1 relationship
between a site and its mobile extension. Users are in two completely different states at home vs being out and about. Making content available on mobiles is the baseline. Let’s strive to perform above it. Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 118

Don’t assume a 1:1 relationship
between Do one thing a site and its mobile and do it well. extension. Users are in two completely different states at home vs being out and about. Making content available on mobiles is the baseline. Let’s strive to perform above it. Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 119

Don’t assume a 1:1 relationship
between Do one thing a site and its mobile and do it well. extension. Users are in two completely Combine tasks that different states at are separate, but home vs being out shouldn’t be. and about. Making content available on mobiles is the baseline. Let’s strive to perform above it. Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 120

Don’t assume a 1:1 relationship
between Do one thing a site and its mobile and do it well. extension. Users are in two completely Combine tasks that different states at are separate, but home vs being out shouldn’t be. and about. Making content Find opportunities available on mobiles outside of the “dead is the baseline. Let’s time” in pain points a strive to perform user faces everyday. above it. Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 121

Mobile extensions Don’t assume a
1:1 can have nothing relationship between Do one thing to do with your a site and its mobile and do it well. business yet still fit extension. your brand. Users are in two completely Combine tasks that different states at are separate, but home vs being out shouldn’t be. and about. Making content Find opportunities available on mobiles outside of the “dead is the baseline. Let’s time” in pain points a strive to perform user faces everyday. above it. Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 122

Mobile extensions Don’t assume a
1:1 can have nothing relationship between Do one thing to do with your a site and its mobile and do it well. business yet still fit extension. your brand. Users are in Brand extensions can two completely Combine tasks that add much needed different states at are separate, but serendipity to a home vs being out shouldn’t be. static world. and about. Making content Find opportunities available on mobiles outside of the “dead is the baseline. Let’s time” in pain points a strive to perform user faces everyday. above it. Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 123

We shouldn’t be giving users
watered down websites. Stop trying to guess what the user wants to do. Photo by Pete Jordan An Internet Watered Down / The Wrap Up / Page 125

We shouldn’t be giving users
watered down websites. Stop trying to guess what the user wants to do. Instead focus on where the user is doing it. Photo by Pete Jordan An Internet Watered Down / The Wrap Up / Page 126